Dell uses insightful data and targeted messaging to deliver technologies

Ritu Gupta
Director, Marketing - Consumer & Small Business,
Dell India

A Unique Brand Positioning

Dell believes in harnessing technology to the betterment of human lives. And that overall objective has won the trust of Indian consumers, as shared by The Trust Brand Advisory 2018. With this vision, we have evolved from being just a technology company to a conglomerate that offers end to end customer service – from edge to cloud. Though diverse in nature, what brings us all together is the underlying principle of placing our customers first and catering to their needs. At the crux of all the innovations and product designs that happen at Dell are our customers and their needs. 

Dell’s unified objective is not just customer acquisition but to build a seamless technology experience which enables our customers to achieve their goals. For us it is more about our consumer’s looking to us each time there is a technology requirement. The faith our customers have shown in us powers the delivery of superior solutions and best-in-class services, followed by sustained visibility and active engagement. Active listening and engagement with consumers is a key ingredient to our brand strategy. These engagements fuel the objective of delivering great user experiences and building enduring associations with customers, who in turn have reciprocated the same. They see us not as just as technology providers, but as trusted companions who enhance their productivity through technology.

Using Data for a Good Brand Strategy 

A business is regarded successful when it delivers a compelling value proposition to its customers. A comprehensive brand strategy enables customers to wholly understand this proposition and in turn our brand. An articulately devised strategy not only builds the customer’s trust, but also forges strong customer links with the brand. Such a strategy can only be devised through a combination of well analysed data that gives meaningful business pattern such as consumer behaviour and communications strategy that will deliver the message as devised. 

At Dell, we build on this resourceful combination of insightful data and targeted messaging to deliver technology that can transform customers’ lives. 

Impact of Digitization on Businesses

To Dell, the first and foremost consumer is an individual who is looking to use technology to either create content or skill themselves. That is a true Digital Indian. Our efforts to raise awareness on adoption of PCs through our PC for education initiative - Aarambh, is a great learning for us and also the industry. Our products are well aligned to the needs of anyone who is a first time buyer or most evolved when it comes to being tech savvy.